world of sports for sponsoring companies. Thanks to his succes, Federer reached a level where not less than ten partners …Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players …

Sponsorship relationships generally are entered into by sponsors seeking brand-related benefits through association … with a sport entity brand. However, negative player behavior can serve as a degenerative episode in the relationship and … episodes and relational outcomes using a series of depth-interviews with sponsors and sport entities. A model is posited that …

objective to provide content in terms of brand image. A tool is the sports sponsorship, a means of communication relevant for … banks, provided however that sport sponsorship is well chosen and that there is match between the values conveyed through … sport and personality of the bank. We propose a methodology to assess the congruence between the image of sports chosen by 5 …

Sport sponsorship represents, nowadays, an indispensable way of attracting additional funds that grants sports … development, an important factor in the very existence of sports entities, sportsmen and sports events. That is why sponsorship … changes that several decrees came to pass. Besides general aspects related to sports sponsorship the article discusses this …

sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a … that increased sponsorship exposure reduces sponsor image if respondents perceive a low fit between the event and sponsor …

, brand awareness and organizational relations. Generally sport sponsorship and especially football sponsorship have showed …Over the past thirty years, sponsorship has evolved from a small-scale activity in a limited number of developed … countries to a major global industry. Since 1980, sponsorship has been considered an important communication tool and its use in …

.g., the soccer World Cup and Olympic Games). This study examines how linking CSR to sponsorship affects consumer attitudes … towards sponsoring brands. Schema theory suggests that consumer CSR perception and brand credibility act as serial mediators …. They transfer the positive effects of a CSR-linked sponsorship strategy. These effects only occur for brands with a …